Ghanaian startup OMG Digital has closed a US$1.1 million from international investors as it looks to target more millennials across Africa with tailored digital content.
Founded early last year, OMG Digital is a digital media company that builds media brands for African millennials around the globe, with its brands currently including OMGVoice and Servepot.
It currently operates in Ghana, Nigeria and Kenya, with a 25-strong team creating and curating listicles, pictorials, videos and memes tailored to specific African countries and cultures. The online platform also produces video content focused on culture and hyper-local recipes.
OMG Digital was already backed by Y-Combinator and has now raised US$1.1 million from international investors including Kima Ventures, Soma Capital, Comcast Ventures Catalyst Fund, Social Capital, M&Y Growth Partners and Macro Ventures, with participation from angel Investors such as Josh Buckley of Mino Games and the founder of Off-Grid Electric, Francis Xavier Helgesen.
The company will use the investment to set up company offices in Accra, Lagos and Nairobi, grow its advertising and marketing operations, and invest in producing more video content.
OMG Digital co-founder Jesse Arhin Ghansah said the startup was not creating content solely for a homogenous ‘African’, but developing specific content strategies for producing locally relevant material for Africa’s diverse audiences and ensuring content is available to millennials regardless of what platform they may be on.
“Through this, we have managed to build not only one of the biggest audiences in Africa, but also attract some of the biggest consumer brands on the continent and around the world,” he said.
These brands include the likes of Coca Cola, Huawei, KFC and Philips, while OMG Digital recently started a social media campaign with global Pringles.
“OMG Digital have created a truly unique publishing brand through their deep understanding of Africa’s exploding digital media space. Catalyst Fund looks forward to helping this team continue to grow as they scale on such a super-diverse continent,” said Kai Bond, head of investing at Comcast’s Catalyst Fund.